Braze launches AI tool to test billion customer mixes

Braze has launched an AI decisioning tool for marketers called Decisioning Studio Go. The software can test more than one billion combinations at once for individual customer outreach.

The launch is part of a broader expansion of Braze's AI offerings, including campaign checking tools, integrations with third-party AI assistants, and conversational agents for customer messaging.

Decisioning Studio Go is aimed at marketing teams that want to automate decisions about when and how to contact customers, without relying on fixed audience segments or standard A/B tests. It uses AI decisioning agents to assess combinations of subject lines, creative, calls to action, timing, and contact frequency for each recipient.

Marketers can deploy the agents themselves in minutes, rather than involving technical teams or external services to build separate customer journeys. This marks a shift from Braze's earlier Decisioning Studio Pro, which was positioned as a more customisable option.

AI expansion

Alongside the launch, Braze is extending AI agents into other parts of its platform.

One addition is Agentic Standards, a tool that reviews campaign setup before messages are sent. Braze says it checks elements including copy, links, personalisation logic, and compliance requirements, then flags problems with pass, warning, or fail reporting. It can also work with BrazeAI Operator to suggest or implement fixes, subject to human approval where required.

Another is Operator Connect, which allows Braze functions to be accessed from tools such as ChatGPT, Claude, Microsoft Copilot, and other compatible AI systems. This would let marketers and developers analyse campaign performance, generate content, or troubleshoot problems without switching back into the Braze platform for every task.

Braze also introduced Conversational Agents, designed to communicate directly with customers across WhatsApp, SMS, RCS, and web channels. The agents can answer questions, clarify intent, and recommend products in live exchanges.

All of the newly announced tools are in beta testing. Decisioning Studio Go and Agentic Standards are expected to become generally available in October.

Bill Magnuson, Co-Founder and Chief Executive Officer of Braze, described the releases as an effort to automate more of the experimentation, verification, and execution involved in customer engagement.

"With today's launches, BrazeAI handles the experimentation, verification, and execution, so the world's most sophisticated marketers can focus on creativity, ambition, and judgment," said Bill Magnuson, Co-Founder and Chief Executive Officer of Braze. "Decisioning Studio Go brings 1:1 decisioning to far more customer journeys, Agentic Standards tackles the operational risk that slows teams down, and Operator Connect puts the intelligence of Braze inside Claude, ChatGPT, Microsoft Copilot, and more. Our job is to put that power in their hands and close the gap between a great idea and the customers waiting to experience it. Marketers were made for this moment, and so was Braze."

Quality checks

Braze positioned Agentic Standards as a response to a practical constraint created by faster campaign production. If marketers can build campaigns in minutes with AI assistance, final review and quality checks can become the bottleneck.

The tool is intended for brands managing large campaign volumes, multiple markets, or strict governance rules. Each check and fix is logged for audit purposes, and standards can be set once across the organisation.

A customer already testing the feature pointed to compliance as a key use case.

"In a highly regulated industry like ours, QA is one of the most important things we do," said Josh Jones, Senior Manager, CRM AI Enablement at Sportsbet. "Agentic Standards has already closed some of our biggest gaps, like catching missing unsubscribe links or eligibility segments, and it's given us real confidence around consistency and compliance at scale."

AWS agreement

Separately, Braze has signed a strategic collaboration agreement with Amazon Web Services. The arrangement covers generative AI, industry-focused offerings, infrastructure, and AWS Marketplace procurement.

As part of that work, Braze is integrating Amazon Bedrock into BrazeAI Agent Console, giving customers another route to build AI-driven customer engagement tools using AWS services. The agreement also builds on Braze's use of AWS infrastructure, including data centre launches in Japan and South Korea.

Braze said customer procurement through AWS Marketplace rose by more than 80% year on year in fiscal 2026. It also recorded its largest Marketplace quarter and largest first half on record.

One partner working with Braze on Operator Connect said the integration could shorten campaign workflows.

"Leveraging Operator Connect using Braze MCP has already proven to be an exciting development for our customers," said Jon Acosta, Head of Solution Delivery at Stitch. "By accelerating workflows, we see it increasing speed-to-market by up to 90%, enabling even more experimentation and innovation."